Jack Daniel’s unveils ‘the only filter we’re a fan of is charcoal’ campaign via M&C Saatchi, Sydney
Jack Daniel’s Tennessee Whiskey has unveiled its new brand campaign via M&C Saatchi.
The first campaign produced by the agency for the global top-selling American whiskey since winning the account in January, the work demonstrates the simplicity and authenticity of Jack Daniel’s with its charcoal filtering process which makes it a smooth sippin’ Tennessee whiskey.
‘The only filter we’re a fan of is charcoal’ campaign will roll-out across social, digital and major out-of-home sites nationally.
Says Sharon Edmondston, creative director, M&C Saatchi: “It’s exciting to bring this much-loved and iconic brand to life. What a fascinating experience it has been to delve into the core values of Jack’s over 150-year-old brand and see how culturally relevant those values still are today.”
Says Marisa Murray, head of marketing, Jack Daniel’s: “We’ll be the first to admit that charcoal might not make for the most exciting picture. But the fact is, we can’t make Jack without it and so we’ve made it the focus of this campaign with the help of M&C Saatchi.”
Agency, M&C Saatchi
Cam Blackley, Chief Creative Officer
Sharon Edmondston, Creative Director
Avi Azouz, Senior Copywriter
Chris Cheesman, Senior Art Director
Tyler Wilson, Planning Director
Celia Wallace, Senior Business Director
Joshua Johns, Account Manager
Mandi Bateson, Head of Social
Clancy Walsh, Senior Social Content Strategist
Client, Jack Daniel’s
Marisa Murray, Head of Jack Daniel’s Marketing and Shopper at Brown-Forman
Natalia Kowalczyk, Senior Brand Manager
Erin Kerr, Brand Manager
Sophie Carrad, Digital Communications Manager
16 Comments
???
…and then we mix it with cola.
Why even pitch the account???!
These would have been so much better if Flemming had written them.
What? What’s the other filter? Pool filter? I don’t think the general public is thinking about filters. The ad acts like its an Australian pass time to discuss distilling practices. I’m probably missing the reference…?
Instagram filter most likely…….
Cam will kill you if he catches you posting that again.
very lackluster and flat outcome for an interesting insight. Theres nothing clever or amusing in this that speaks to the tone of the brand.
Why not say “How can something so filthy result in something so pure?” – type of territory? or “Being dirty is part of who we are”
Blandvertising is alive and ticking. Jack Daniels use to be such an iconic edgy, independently charged brand. We now have resort to charcoal.
Is that the marketing head quote in creative or the creative in the marketing head’s quote?
I can’t remember the last great alcohol advertisement. Long sigh.
And the overly-opinionated, 12-year old Fembot Princess in charge of this one, got exactly what she wanted. Again.
There’s no apostrophe in ‘clients’.
You’re (not your) a junior, aren’t you. (?)
@ @bloke
Oh yes of course. I was thrown because it looks like a transit poster. Which I think it is (as well as Instagram). The bus stop people might be confused.
/r/incels
You’re a greengrocer, aren’t you?
Wow. So much bitching over a pathetic print ad from the 90s.
Jack Daniels deserve better. Their ads in London crap all over this.
So JD is not a fan of filtering bad behaviour.
Is the next ad gonna say “F—k #metoo”?
What about this dross makes sense?